reynolds and phillip morris say this new generation of smokeless products helps tide smokers over when they go places they can't light up anymore because of smoking bans, like restaurants and offices. the smoking rate is half what it was 40 years ago. and as i discovered in april 2010, companies are investing heavily in developing smokeless and in changing its image from hillbilly to hip. think smokeless tobacco, and you probably conjure up something distinctly unappealing: a bulging mouthful of wet, brown goo that's smelly and spitty... [spitting sounds] brown and drooly. not anymore. now there's snus. >> there's no spitting or anything, so no one knows you're doing it. >> when he does it, when justin billings uses snus, he tucks it, a tiny teabag-like pouch filled with tobacco, discreetly under his upper lip. there's no lump in his cheek and no juice. >> do you snus in class? >> yeah, it's great. >> what do you mean, it's great? >> i can be in class, and instead of looking like, "oh, there's 40 minutes left in this class; i just want a cigarette," i can put the snus in and continue t